The Collective Yoghurt Unveils Tasty New Work

Independent Creative agency Joint is thrilled to announce the launch of its latest campaign for premium yoghurt brand, The Collective.

The multi-channel campaign goes live today across London and the South East, through out-of-home advertising, as well as nationally via digital and social platforms such as YouTube, and podcast sponsorships including Table Manners with Jessie and Lennie Ware. The brand is also supporting trial driving and shopper visibility via sponsored search on retailer websites and a 40k unit sampling campaign with Hello Fresh.

Building upon the success of last year’s masterbrand campaign launch, the fresh and insightful creative showcases the range of premium yoghurts offered by The Collective. In particular, it spotlights the newly-launched brekkie range and Greek-style yoghurt pouches; the brand’s first entry into on the go snacking for adults. 

Brekkie, an evolution of The Collective’s suckies pouches for kids, is a delicious and nutritious breakfast-time snack - thick, creamy yoghurt with blended oats to help set children up for a busy day ahead. They make a welcome change from kids’ usual breakfast routine, or lack of, as humorous headlines like ‘don’t insult them with toast’ suggest. And for their busy parents, happy kids are enough to make mornings more manageable. The campaign headlines are designed to entertain parents by leveraging insight and observational humour taken from a range of difficult, day-to-day situations.

The Collective’s Greek-style yoghurt pouches offer up a supremely satisfying alternative to more traditional snacks, with far better health credentials than many. They’re perfect as a tasty treat enjoyed at home or on the go, which is brought to life by headlines such as “tastier than your tube crush”. Again, leveraging insight of many a snacking moment and mitigating the infamous need for ‘hanger management’.

The campaign aims to drive fame for the brand, boosting awareness of The Collective’s broad range of yoghurt pouches amongst new and existing customers alike, and directing them instore and online to purchase. The Collective has ambitions to become the UK’s leading premium yoghurt brand, and the #1 premium snacking brand for adults, as per its leadership status in kids’ yoghurts. 

Algy Sharman, chief creative officer at Joint said, “We’re delighted to be launching even more great work, with a spotlight on The Collective’s new yoghurt pouch range. This new campaign not only highlights the deliciousness of the yoghurt pouches but also cleverly taps into consumer insights around the daily grind, hopefully bringing a smile to a few people along the way.”

Tor Hunt-Taylor, marketing director at The Collective said, “It’s been epic continuing our partnership with Joint London, evolving our creative with our mantra ‘fresh consistency’ and bringing our biggest innovation for  years into the brand campaign. As we look to now own the premiumisation of adult snacking within dairy, as we have done in kids’, we’re incredibly excited to receive reaction to the campaign. We know that this style of insight led creative, and our humorous tone of voice is landing well with our target audience, so we’ve continued to leverage it.”

Further bursts of new creative will be rolled out later this year across multiple channels, alongside the launch of even more new product development from The Collective.